Ride on the Right Track 소셜 미디어 캠페인 by Tai Yuan Chiou and Chien Chun Feng

Ride on the Right Track 소셜 미디어 캠페인 by Tai Yuan Chiou and Chien Chun Feng is a highly esteemed winner of the very prestigious 2023 A' Design Award 동상 in 광고, 마케팅 및 커뮤니케이션 디자인 Competition Category.

동광고· 2023

Ride on the Right Track 소셜 미디어 캠페인

by Tai Yuan Chiou and Chien Chun Feng

Client: Momentum Bikes

A' Design Award 동상 Winner in 광고 Category

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The Design

About Ride on the Right Track 소셜 미디어 캠페인

'Ride on the Right Track'은 자전거 브랜드를 위해 제작된 소셜 미디어 캠페인으로, 지속 가능한 일상 습관을 장려한다. 이 캠페인은 유기적인 일러스트레이션, 그린 컬러 팔레트, 식물에서 영감을 받은 이미지, 친근한 메시지를 활용해 지속가능성을 쉽게 다가갈 수 있는 개념으로 만든다. 콘텐츠는 인포그래픽 형식의 흥미로운 정보, 인스타그램과 페이스북용 스토리 스티커, 라이브 스트리밍 이벤트, 소셜 미디어 필터로 구성된다. 작고 단순한 실천을 통해 보다 친환경적인 이동 수단과 도시 농업을 권장한다. 일상의 선택들이 모여 만들어내는 집단적 영향력을 목표로 한다.

The Recognition

About the A' Design Award 동상

Ride on the Right Track 소셜 미디어 캠페인, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Ride on the Right Track 소셜 미디어 캠페인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Ride on the Right Track 소셜 미디어 캠페인, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Momentum is committed to empowering consumers to contribute to sustainability through education and practical tools. We aim to create a collective impact on the world by encouraging small actions that compound over time. Momentum uses organic shapes, green elements, and friendly messaging in its design and communication to make sustainability accessible and inviting. Building a more sustainable future, one pedal at a time.
Dimensions & Packaging: To engage our younger target audience, we have devised a multi-faceted campaign that includes infographic fun facts, Instagram/Facebook story stickers, a live stream event, and a filter to promote environmentally conscious actions.
Tags: Social Media Campaign, Illustration Design, Eco-friendly, Green
Production Technology: To capture the warm and inviting essence of spring and Earth Day, we have incorporated plant-inspired imagery and a green color palette into our design. We have opted for organic illustrations, friendly infographics, relatable storytelling, and attractive call-to-actions as our primary visual elements. These illustrations make the design more approachable and eye-catching and align with our environmentally friendly ethos.
Design Challenge: We conducted A/B testing and found that graphics and illustrations led to a better response than scenario photos. We designed interactive and creative content that utilizes these elements to stimulate positive consumer engagement. The main visual elements of the campaign were activated across multiple social media formats, maintaining a user-friendly approach.
Research: We conducted extensive research to understand our audience and promote eco-friendly practices effectively. We developed a comprehensive understanding of the market by analyzing macro-trends, micro-trends, competitor outlooks, and consumer trends. We have also conducted several interviews and UX fieldwork to understand user insight. Our campaign content resonated with consumers by approaching sustainability in a more accessible and fun way.
Inspiration: After the pandemic, governments and corporations pledge to create a greener future as the world becomes more conscious of our impact on the planet. Momentum strives to make sustainability more accessible to its consumers, starting with small, simple steps toward an eco-friendly mindset. By changing the perceptions of how people live and sharing in their communities their environmental efforts, we can make a collective impact. When we let nature guide us, we are on the Right Track.
Project Duration: The project started in April and ended in May 2022 in North America and Europe.
Operation Flow: Our campaign promoted green lifestyles through habit-building and daily actions. We partnered with Brooklyn Grange and hosted social media events promoting greener transportation methods and urban farming. We also created an Instagram/Facebook filter to encourage green actions. Our multi-faceted approach engaged everyone who wanted to participate on various platforms and inspired positive behavior change toward a sustainable future.
Patents: Copyrights belong to Momentum Bike, 2023.
Team Members: CEO: Silvia Yu
Creative Director: Chris Chung
Senior Account Manager: Anew Yu Hsin Lin
Senior Strategists: Marco Negri, Lucas Willery
Senior Designers: Tai Yuan Chiou, Chien Chun Feng
Image Credits: Image Credits:
Primary Image: Model - Jared Chiou
Optional image 1: Model - Tina Feng, Jared Chiou, Stacey Yu
Optional image 2: Model - Stacey Yu
Optional image 3: Model - Jared Chiou
Optional image 4: Model - Tina Feng
Client: Giant Manufacturing Co. Ltd.
Agency: RedPeak